Kanye West signed a monumental deal with adidas making it the most significant partnership with an athletic brand and non-athlete ever.
Today, adidas made the deal public securing a long-term relationship between the brand and creative pioneer Kanye West. The deal will launch the brand adidas x Kanye West, which will expand the original YEEZY line to include footwear, apparel, and accessories for all genders across both street and sport.
Adidas clearly recognizes the influence and global success that came from the creation of Kanye West’s YEEZY for adidas originals line, and have offered up a historical deal making it the most significant partnership ever between an athletic brand and non-athlete. This partnership will redefine the future of the brand and the industry as a whole, and will unite adidas’ technical, innovative expertise and abilities with the visionary imagination of Kanye West. According to TMZ, the new deal between Kanye and adidas could potentially bring him a net of up to a billion dollars.
Kanye West along with a dedicated hand-picked adidas team will lead the development and creation of all YEEZY products. Out of adidas Portland Headquarters, the adidas team will manage and oversee the collaboration between the two to ensure that the brand will continue its success globally. The expansion will include retail stores that will serve as hubs holding adidas and Kanye West developed YEEZY products.
West spoke on the deal, “These past two years adidas and YEEZY have given a glimpse into our future. This partnership illustrates that anyone with a dream can dream without limitations.”
“Kanye is a true creator who has the ability to see things others don’t. We are excited and honored to build on this partnership, and eagerly look forward to defining the future together,” Eric Liedtke, adidas CMO, says.”With adidas + KANYE WEST we are exploring new territories by opening up the sports world to Kanye’s creativity. This is what adidas has always been about, empowering creators to create the new.”
This is yet another major achievement made by the German sports brand and the globally famous artist. Back in February of 2015, the presentation style of YEEZY Season 1 changed the modern fashion show completely, because of its integration of style, music, celebrities, social media, and contemporary art to create a truly unique spectacle of Kanye’s mind. YEEZY Season 1 established Kanye and adidas as powerful partners in the fashion industry.
The YEEZY BOOST 750 was the first product born out of the collaboration between adidas and West, and set off a global consumer sensation that still has sneaker heads anxious to cop at any moment. The YEEZY BOOST 750 combined adidas trademarked BOOST cushioning technology, which resulted in the creation of a high-end styled sneaker with ultimate comfort and performance.
Kanye and adidas followed up the first release with the YEEZY BOOST 350, which became one of the most sought-after and fastest-selling footwear models in history. This model featured a low-top shoe combining adidas BOOST cushioning and Primeknit technology with Kanye’s design aesthetics. The results led to unprecedented sales, a consumer frenzy, and a Footwear News award for 2015 Shoe of the Year.
Now that the long-term deal has been achieved, adidas and Kanye West are excited to reveal the next future of the YEEZY collaboration.